GoSmart Brand Presentation
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Transcript of GoSmart Brand Presentation
70 + BRANDS 29 “Top Brands”
32 BRANDS 20 BRANDS
Over 20 Suggested Brands Over 20 Suggested Retailers Endless pages of search results
WE HAVE A UNIQUE PRODUCT MESSAGE. THAT SHOULD BE ENOUGH TO GET ATTENTION RIGHT?
LAUNCH
MEDIA EASILY BORED CONCERNED ONLY WITH HYPING WHATS HOT & NEW
PR BUZZ HAS SHORT LIFE SPAN
DRAW
SKETCH
CREATE WRITE
PRECISION
STYLE
INDIVIDUALITY
PROFESSIONALS
CREATIVES
ACCURACY
PRECISE
FREEDOM
CREATE
CREATE
PROFESSIONALS
PRECISE
PRECISION
CREATIVES
SKETCH CONVENIENT
STYLE
FREEDOM
ARTISTS
MILLENNIALS
STYLE
PEN-LIKE
NATURAL
WEBSITE REDESIGN AND NEW BRANDING ARE NECESSARY DO NOT ANSWER CRITICAL LONG TERM ISSUES AND PURELY COSMETIC.
MAJOR ADVERTISING SPENDING NOT POSSIBLE
IF A UNIQUE PRODUCT AND PR AREN’T
ENOUGH. WHAT NOW?
WHERE IS THE WHITE SPACE IN OUR MARKET
THAT GOSMART CAN OWN?
STRONG BRAND
-
INNOVATIVE PRODUCTS -
COMPELLING BRAND.
BRAND STORY. - ADD HUMAN ELEMENT TO OUR BRAND. - ESTABLISH OUR CREDIBILITY. - OUR VISION.
BRAND IMAGE. PRODUCTS WITH GREAT STORIES. WHAT WE STAND FOR.
A BIG BRAND IDEA THAT DRIVES
EVERYTHING WE DO.
BRAND IDEA UNIQUE STORY
EXPAND OUR AUDIENCE
PROMOTE ALL OF OUR PRODUCTS
ALLOWS US TO GROW BEYOND CURRENT OFFERINGS
GUIDES DEVELOPMENT OF UNIQUE BRANDING
INFORMS OUR BRAND PERSONALITY
LEADS TO INTERESTING CONTENT, PARTNERSHIPS,
AND ADVERTISING GIVES CONSUMERS A REASON TO BELIVE
INTRINSIC TO OUR BRAND. ESTABLISH EMOTIONAL CONNECTION. EXPAND BEYOND STYLUS MESSAGE.
SMART UNIQUE STORY
EXPAND OUR AUDIENCE
PROMOTE ALL OF OUR PRODUCTS
ALLOWS US TO GROW BEYOND CURRENT OFFERINGS
GUIDES DEVELOPMENT OF UNIQUE BRANDING
INFORMS OUR BRAND PERSONALITY
LEADS TO INTERESTING CONTENT, PARTNERSHIPS,
AND ADVERTISING GIVES CONSUMERS A REASON TO BELIVE
HOW WILL WE ACTIVATE AROUND SMART?
LAUNCHING A NEW WEB PRESENCE IS STILL PRIMARY FOCUS. THINK BEYOND SIMPLY REDESIGNING, BETTER COLORS, BETTER PRODUCT PRESENTATION. USE “SMART” AS PERMISSION TO EXPAND OUR AUDIENCE BEYOND, VIA MARKETING ACTIVITIES, THOSE SPECIFICALLY LOOKING FOR A STYLUS.
PRODUCT BRAND
WHAT DO YOU SELL? CAN I BUY? WHO ARE YOU?
PRODUCT BRAND CONTENT
WHAT DO YOU SELL? CAN I BUY? WHO ARE YOU?
ENGAGED USERS
REASON TO RETURN
REACH OUT
WHAT DOES A SITE UTILIZING PRODUCT, CONTENT, AND
BRAND MESSAGE LOOK LIKE?
SOCIAL MEDIA
PRODUCT RELATED CONTENT
LIFESTYLE CONTENT
HOW WILL WE BRING OUR “SMART” MESSAGE TO LIFE ONLINE?
BRAND STORY CRAFT OUR UNIQUE DNA INTO A COMPELLING BRAND STORY AND MAKE IT AN INTERGRAL PART OF ANY CONSUMERS EXPERIENCE WITH THE BRAND. MAKE THE BRAND FEEL PERSONAL. EXPLAIN THAT SMART IS WHO WE ARE.
PRODUCT STORY INCORPORATE THE “SMART” MESSAGING INTO THE PRODUCT PAGES ON JUSTGOSMART.COM SHOWCASE THE “SMART” IN EACH PRODUCT. IT’S INSPIRATION, DESIGN, FUNCTION, MATERIALS, ETC.
CONTENT REINFORCE POSITIONING, THOUGHT LEADERSHIP. MAKES THE WEBSITE FEEL ALIVE…ADDS NEWNESS EVEN IF NO NEW PRODUCTS. APPEAR BIGGER THAN WE ARE. FOCUSING ON “SMART” OPENS UP MORE POSSIBILITIES FOR CONTENT.
TYPES OF CONTENT BLOG POSTS CREATED BY GOSMART AND REBLOGGED CONTENT. PROVIDE USEFUL INFORMATION BASED ON OUR BRAND POSITION...SMART LIVE FEED OF SMART INFO / DATA. EXAMPLE: “TODAY IN SMART” OR “THE WEEK IN SMART” GUEST POSTS FROM OUR NETWORK OF “SMART” FRIENDS. INTERVIEWS WITH SMART/INTERESTING PEOPLE W/SOCIAL MEDIA FOLLOWING. ANY CONTENT FROM JAE, INTERVIEWS / ETC.
TECHNOLOGY APPS GREEN LIVING ACTUALLY BEING SMARTER ( LUMINOSITY.COM ) ARTS HEALTH BUSINESS PLAY KIDS
The technology brand that makes the chips inside most of our phones realized it had a problem when surveys indicated even early adopters had no idea what Qualcomm did. So the company launched Spark, a technology "conversation starter" blog with contributors like Gizmodo/Engadget/GDGT founder Peter Rojas, X PRIZE coordinator Peter Diamandis, and Harvard professors. - AdAge “7 Branded Content Campaigns That Got It Right In 2012”
TYPES OF CONTENT USER CREATED CONTENT. SHOWCASE ARTWORK CREATED WITH STYLUS. AREA ON SITE TO DISPLAY CURRENT USER REVIEWS, MENTIONS ON SOCIAL MEDIA.
TYPES OF CONTENT SPONSORED CONTENT. FIND MEDIA OUTLET PARTNERS IN ONE OR A FEW OF THESE CATEGORIES: TECHNOLOGY, APPS, GREEN LIVING, ACTUALLY BEING SMARTER ( LUMINOSITY.COM ), ARTS, HEALTH, BUSINESS, PLAY, PARENTING, WORK. SPONSOR CONTENT ON THEIR SITE. RELATED TO SMART. REACH AN AUDIENCE WE NEVER WOULD HAVE BEFORE.
PARTNERSHIPS ENGAGE CONSUMERS VIA CONTESTS. LAUNCH A MINI SOCIALLY MINDED VC TO FUND SMART IDEAS. PARTNER WITH MEDIA OUTLETS LIKE GOOD MAGAZINE OR HOST ON KICKSTARTER.
PARTNERSHIPS
MARKETING ACTIVITIES : NON-PROFIT PARTNERSHIP
MARKETING 3.0 WILL BE WON BY PURPOSE-DRIVEN, SOCIAL BRANDS. - FORBES MAGAZINE, JULY 16, 2013
PARTNER THAT FITS OUR VALUES / MISION. EDUCATION, ART, ETC.
COMPETITOR BRANDING
CREATIVE DIRECTION FUN, COLORFUL, INVITING
PRODUCT PHOTOGRAPHY
RECAP
1. DEFINE BRAND STORY, PURPOSE, MISSION.
2. ESTABLISH BRAND IDENTITY.
3. REINFORCE VIA CONTENT & WEB PRESENCE.
4. USE “SMART” BRAND IDEA TO GROW REACH.